But it only works when the promotion makes sense for the company — via healthing_ca
Studies indicate exercise may help improve the the links in the nervous system between separate brain areas, improving brain health.In another experiment, researchers partnered with a company to send out a 25 per cent email discount to participants. Recipients were almost twice as likely to click on the link if the promotion was tied to the celebration of the company’s mascot dog than if the company made no mention of their fluffy friend.
But while consumers generally responded more favourably to discounts tied to special days, researchers found the promotion must be both original and appropriate to achieve the desired result. A spa pedicure on National Barefoot Day would fit the bill, for example, but a clothing discount on a national food day would not.
According to researchers, a low fit between company and coupon “ultimately hurts purchase intentions” and can generate negative thoughts about a brand. If there is a high fit between company and coupon, however, there’s plenty of money to be made. “Perhaps the most surprising aspect of this research was what we found to be the psychological driver of consumers’ positive response to special day-themed promotions,” Zane said. “They actually think about how the marketer who created the special day-themed promotion was creative in providing a way to celebrate the special day. In essence, consumers then reward marketers for their creativity by being more likely to use a special day discount to make a purchase from that company.
“For consumers, this work can perhaps help them reflect on the many hidden forces that shape our marketplace behaviours. Being aware of this might help curb unnecessary or impulsive purchases.”
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